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eLearning > Consumers > Unpacking Consumer Behavior > Module 3 / 5

Personal Brand

Instructor: Shelby Walsh
Holistic Wellness
Download the Holistic Wellness Trend Report
How well is your brand finding opportunity in the tension consumers have between the fear of missing out (FOMO) and the joy of missing out (JOMO)? Find out how some direct-to-consumer brands such as The Sill, Backdrop and Kit & Ace have created an appeal to Millennial consumers – a generation spending more time at home than any other. We’ll explore how staying in more is affecting what young generations are wearing, how they’re communicating and what they’re doing in their spare time.

This module will also detail how brands can consider creating a greater sense of FOMO in consumers' life, honing in on best-in-class examples from the hospitality and travel industry. Get ideas on how to upgrade your product or service to make it more sharable and creating a “staying in” experience with your brand in this quick 10-minute module.
Related Trend Report: Holistic Wellness
Workshop Questions:
1. How could you upgrade your product/service to make it more shareable?
2. If you could design a “staying in” experience with your brand, what would it look like?
View Innovation Webinars
Featured Insights
At-Home Escape
Board games are inspired by the interactive escape room format
Trend - The continued popularity of escape rooms has led to brands imitating the same experience with consumers at home, in the form of escape room-themed board games. These games play on the interactive and novel nature of traditional escape room programs, but in a format that's more convenient.
Workshop Question - How could your brand create an interactive program for its customers to experience at home?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Foliage Familial
Brands tap into the consumers’ obsession with raising houseplants
Trend - As consumers, particularly Millennials, seek to acquire more greenery and plant life for their homes, brands are responding with new products to help track growth, share updates with social media and even provide tips and guidance for successful plant “parenting.”
Workshop Question - How can you leverage the niche interests of your consumers to build better connections?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Festival Wellness
Health and wellness take inspiration from music festivals
Trend - Brands focused on health-related products and services are adopting the festival model to create large, festival-like events for consumers to experience. These events tap into the loyalty of their more passionate customers.
Workshop Question - Conceptualize a festival that centers around your business' brand, products and/or services.
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hotel
Brands create custom overnight experiences for their consumers
Trend - Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. These branded hotels allow retailers to showcase their products and services while creating interactive environments.
Workshop Question - How could you create a story or social experience around your products and services? How can you make it more of an event than merely a point of purchase?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Shoppable Room
Brands are utilizing virtual home experiences as a medium for retail
Trend - Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualization of a product in one's space.
Workshop Question - Conceptualize an immersive retail experience for online environments.
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brand Escape
Brands market themselves using virtual escape room games
Trend - Since brands are still unable to engage with consumers in-person in the same way they once were, many are prioritizing interactive online experiences for consumers to try out. These now included branded escape rooms where businesses market their products in a virtual escape room format.
Workshop Question - How is your brand prioritizing digital engagement for its customers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cost-Effective Mindset
Companies are launching affordable versions & features of their products
Trend - During the COVID-19 pandemic, companies are revamping their products and services with affordability in mind, in order to give options to consumers who have been impacted financially. These offerings are geared toward making indulgences, educations, or personal goals more accessible.
Workshop Question - How might your brand create affordable options for consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Escape
Virtual escape rooms offer an at-home alternative amid social distancing measures
Trend - Virtual escape rooms are increasingly being offered and engaged with online as a form of entertainment. These virtual games are more relevant as consumers around the world continue to deal with closures of or restrictions on various recreational activities.
Workshop Question - How is your brand engaging people who remain restricted in their activities?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Festival
Virtual festival experiences supplement in-person experiences
Trend - As the prospect of holding or attending concerts, festivals and other large gatherings isn't likely in the next several months, music brands are adapting their services and planning virtual festivals. Though not able to offer the same experience as in-person events, these virtual gatherings supplement them until life goes back to business as usual.
Workshop Question - How is your brand adapting to consumers' changed needs?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Nostalgia
Media and entertainment for the home focuses on re-releases for sentimentality
Trend - As consumers increasingly spend more time at home, entertainment lends to the feeling of relaxation by integrating nostalgia. These products and services are often re-releases of items Millennials, in particular, will recognize from childhood.
Workshop Question - What is one way you could leverage nostalgia to provide a sense of calm?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fast Food Luxury
The fast food industry opens itself to opportunities in the luxury market
Trend - Brands in the fast-food space are entering the luxury market (or vice versa) in a way that allows for crossover appeal for varying demographics. Whether in food items or in experimentation with new business models, this shift reveals how brands can collaborate with unlikely industries in order to maximize their appeal.
Workshop Question - Consider an industry that in some ways, is the antithesis of yours. How could your company expand into that space?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends